Essentials of Marketing, A Marketing Strategy_Planning Approach. 17th Edition ISBN10: 1260260372 by William Perreault, Cannon and Jerome McCarthy -All Chapters 1-19 | TEST BANK

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,Essentials of Marketing, 17e (Perreault) B x x x x x


onus Test Bank 01 x x x




1) Implementation puts plans into operation, while control provides feedback. x x x x x x x x




Answer: TRUE x


Explanation: Successful marketing requires efficient implementation and control. I
x x x x x x x x


mplementation puts plans into operation, and control provides feedback Difficulty:
x x x x x x x x x x


1 Easy
x


Topic: Good Plans Set the Framework for Implementation and Control
x x x x x x x x x


Learning Objective: BC01- x x


01 understand how information technology speeds up feedback for better implementation and contr
x x x x x x x x x x x x


ol.
Bloom's: Remember AACSB x x


: Reflective Thinking
x x


Accessibility: Keyboard Navigation x x




2) Although marketing information can be gathered quickly, it is impossible to analyze and ut
x x x x x x x x x x x x x


ilize the information in real time.
x x x x x




Answer: FALSE x


Explanation: Information can be gathered quickly, and it can also be analyzed quickly. Marketing a
x x x x x x x x x x x x x x


nalytics can often happen in real time—while an event is happening.
x x x x x x x x x x


Difficulty: 1 Easy x x


Topic: Speed Up Information for Better Implementation and Control
x x x x x x x x


Learning Objective: BC01- x x


01 understand how information technology speeds up feedback for better implementation and contr
x x x x x x x x x x x x


ol.
Bloom's: Remember AACSB x x


: Reflective Thinking
x x


Accessibility: Keyboard Navigation x x




3) The use of metrics and analytical tools allow marketing managers to make timely adjustments to
x x x x x x x x x x x x x x x


their marketing strategies.
x x




Answer: TRUE x


Explanation: To more effectively implement and control marketing strategies, marketing manager
x x x x x x x x x x


s must take advantage of technology that gives them more information, more often. Metrics and ana
x x x x x x x x x x x x x x x


lytical tools can provide marketing managers with frequent and timely information, which they can
x x x x x x x x x x x x x x


use to adjust their marketing strategies.
x x x x x


Difficulty: 1 Easy x x


Topic: Speed Up Information for Better Implementation and Control
x x x x x x x x


Learning Objective: BC01- x x


01 understand how information technology speeds up feedback for better implementation and contr
x x x x x x x x x x x x


ol.
Bloom's: Remember AA x x


CSB: Technology x


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Copyright 2019 © McGraw- x x x

Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-
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Hill Education.

,Accessibility: Keyboard Navigation
x x




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Copyright 2019 © McGraw-
x x x

Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-
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Hill Education.

, 4) The ideal of doing things better, faster, and at lower cost is easy to implement once it is acc
x x x x x x x x x x x x x x x x x x


epted.

Answer: FALSE x


Explanation: The ideal of doing things better, faster, and at lower cost is easy to accept. But in pract
x x x x x x x x x x x x x x x x x x


ice implementation is often complicated by trade-offs among the three objectives.
x x x x x x x x x x


Difficulty: 1 Easy x x


Topic: Effective Implementation Means that Plans Work as Intended
x x x x x x x x


Learning Objective: BC01- x x


02 know why effective implementation is critical to customer satisfaction and profits.
x x x x x x x x x x x


Bloom's: Remember AACSB x x


: Reflective Thinking
x x


Accessibility: Keyboard Navigation x x




5) Implementing a strategy is straightforward; there are usually only a limited number of ways thi
x x x x x x x x x x x x x x


ngs can go wrong.
x x x




Answer: FALSE x


Explanation: There are thousands of ways that a plan or its implementation can go astray. Implementing
x x x x x x x x x x x x x x x x


a strategy is a complicated process and requires constant monitoring.
x x x x x x x x x


Difficulty: 1 Easy x x


Topic: Effective Implementation Means that Plans Work as Intended
x x x x x x x x


Learning Objective: BC01- x x


02 know why effective implementation is critical to customer satisfaction and profits.
x x x x x x x x x x x


Bloom's: Remember AACSB x x


: Analytical Thinking
x x


Accessibility: Keyboard Navigation x x




6) Traditional accounting reports are usually too general to be of much help to the marketing m
x x x x x x x x x x x x x x x


anager in controlling marketing plans.
x x x x




Answer: TRUE x


Explanation: Unfortunately, traditional accounting reports are usually too general to be much help i
x x x x x x x x x x x x x


n answering these questions. A company may be showing a profit, while 80 percent of its business c
x x x x x x x x x x x x x x x x x


omes from only 20 percent of its products—
x x x x x x x


or customers. The other 80 percent may be unprofitable. But without special analyses, managers wo
x x x x x x x x x x x x x x


n't know it.
x x


Difficulty: 1 Easy x x


Topic: Control Provides Feedback to Improve Plans and Implementation
x x x x x x x x


Learning Objective: BC01- x x


02 know why effective implementation is critical to customer satisfaction and profits.
x x x x x x x x x x x


Bloom's: Remember AACSB x x


: Analytical Thinking
x x


Accessibility: Keyboard Navigation x x




4
Copyright 2019 © McGraw- x x x

Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-
x x x x x x x x x x x x x x x

Hill Education.